“The behavioral data needs to be de-duped for all the lookback windows to get the correct conversion attributions.”
Just like a doctor or a lawyer have their jargon, today’s marketer needs to handle a wide range of tech terms.
Sometimes they are being used as buzzwords, but I can attest that most of the time is an efficient way to makes sense out of the complexity of the problems and technologies in the digital advertising space.
AppNexus has one of the best Ad Tech glossaries I could find. You should check it out.